Research On The Marketing Strategy Of Children's English Training Business In MT Company

With the liberalization of the two-child policy,the promulgation of policies such as the law on the Promotion of Private Education,as well as high attention paid by the generation after 80 s and 90 s to English enlightenment,the children's English training market has developed rapidly at this stage.However,with the increasing number of new entrants,industry competition is becoming increasingly fierce.MT Education Company has been engaged in English training for studying abroad students for nearly three years.Based on its business situation,own advantages and the opportunity of mergers and acquisitions by a large group,it intends to startup children's English training because of the continuous growth of market demand and potential.However,how to design a reasonable marketing strategy and formulate a corresponding combination strategy in the fierce competition,becomes the key factor which determines its success in the children's English training market.This paper takes children's English training business of MT Company as the research object,combines the theory with the empirical analysis by using the methods of literature research,comparison and investigation.At the same time,it uses PEST analysis,Porter's Five Forces Model and SWOT tool to analyze the necessity and possibility of MT's entering into children's English training field from three aspects: macro-environment,industry environment and internal environment.On this basis,the paper designs the STP marketing strategy for the new business of MT Education through subdividing the whole industry market,and then uses 4Ps marketing theory to formulate the marketing mix strategy for MT from the aspects of product,price,channel and promotion.Finally,the paper puts forward a series of corresponding safeguard measures for MT Education company.The purpose of this paper is to solve the problem of how MT Education can cope with the fierce competition in the market and achieve the sustainable development by designing and formulating marketing strategies in the field of children's English training,which is of practical significance in itself.At the same time,the research results of this paper can also provide reference for relevant institutions of the sanme business in China from the aspects of marketing strategy.